Analysis on the Consumption Structure of College Students

Through the literature sorting, this paper preliminarily defines the consumption structure of college students into basic consumption expenditure, consumption expenditure, preference consumption expenditure, and development consumption expenditure. Taking the students of Zhejiang Gongshang University as the research object, the SPSS software was used to analyze the survey results. The study found that the basic consumption expenditure of college students accounted for the largest proportion of food expenditure; the social consumption was related to the level of regional economic development; the expenditure was higher than the income level of college students; the preference for consumption diversification and individuality coexisted; the development consumption has become increasingly a major feature during the consumption of college students. And there still consists the phenomenon of blindly following the trend and lacking rational thinking. The article also puts forward reasonable suggestions from the four aspects of students, families, schools and enterprises in order to help college students establish reasonable consumption concepts and correct bad consumer behaviors. Keywords—college students; consumption structure; consumption behavior